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Artificial Intelligence and Machine Learning Set to Transform Communication Fields
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Artificial Intelligence and Machine Learning Set to Transform Communication Fields

Jul 23, 2023

Artificial intelligence (AI) and operational machine learning are expected to revolutionize communication fields such as advertising, public relations, and content creation, according to industry experts. This technology has the potential to greatly impact the $8 billion Indian digital advertising industry, especially in a diverse market like India with multiple languages and cultures.

Operational machine learning allows advertisers to experiment with different ad creatives and determine which ones resonate with specific user demographics. This can lead to more effective advertising strategies and increased revenue growth. Google has already introduced campaign workflows and auto-generation of advertisements using Learning Language Models (LLM) and generative AI on Google Ads. Companies like Myntra, Samsung, HDFC, and Tata AIG have seen up to 18% growth using Google’s AI technologies across various advertising aspects.

In addition to advertising, AI is also making its mark in the field of public relations (PR). AI technologies provide PR professionals with the ability to analyze large amounts of data quickly and efficiently, leading to better-informed decisions and more effective PR strategies. Communication software-as-a-service provider Wizikey has launched Imara, an AI Avatar that uses generative AI to process news data for insights.

While AI has been met with some skepticism about replacing human jobs, industry experts believe that it will actually enhance the PR industry by providing support and increased efficiency. Companies like Adfactors PR have already started training employees in AI tools to assist with research and other tasks.

Overall, AI and machine learning have tremendous potential to transform communication fields by improving advertising effectiveness, personalization, and decision-making processes. As technology continues to advance, these industries are likely to experience even more disruption and innovation in the coming years.